Campaigning and advocacy tools



This section contains links to

  • guides on campaigning and advocacy, including how to plan a campaign, and how to get a  message across effectively,
  • websites on using radio and video,
  • websites and guides on how to use information and communications technology (ICT) and social media in campaigning, and on capacity-building in ICT. 
Guides on campaigning and advocacy

PBI Mexico has published a Facilitator's Guide for Human Rights Defenders Security and Protection Programme (in Spanish only) which includes a workshop on advocacy.

WOLA (Washington Office on Latin America) has a number of advocacy guides, including one specifically aimed at rural communities. 

ESCAES (Campesino School for Education and Health - Escuela Campesina de Educación y Salud) of Cajamarca, Peru, has produced a guide for local and national campaigning, based on local case studies. (In Spanish only).

Womankind has a women's rights advocacy toolkit which seeks to support women’s rights organisations in influencing and advocating for change.

UN Women's Virtual Knowledge Centre to End Violence against Women and Girls contains very detailed campaign tips, many of which can be applied to campaigns on other issues.

The ISHR (International Service for Human Rights) has produced a Human Rights Defender Toolkit for Promoting Business Respect for Human Rights which provides an overview of the legal and policy framework for business and human rights, as well as tools for engaging with businesses, especially in relation to projects which affect them.

Radio and video

AMARC (World Association of Community Radio Broadcasters) provides information on how to use audio, video and print media; how to carry out evaluations; provide links to the media networks in all regions, and a space for collaboration among members.

Video - Witness

WITNESS is an international nonprofit organization which empowers human rights defenders to use video to fight injustice, and to transform personal stories of abuse into powerful tools that can pressure those in power or with power to act.   It provides a range of training resources, including an advocacy toolkit on forced evictions for housing and land rights activists.  WITNESS curates a Human Rights Channel on youtube.

Information & Communication Technologies (ICTs)

Below is a range of resources for using ICT for campaigning and advocacy. As the use of digital media may carry certain risks, it is important to bear in mind your security (see 'Digital Security' in 'Protection and Security'). There are also organisations providing training and capacity-building in ICT (see below).  

Tactical Technology Collective

The 10 Tactics initiative offers HRDs original strategies for attracting attention and communicating a cause.

Amnesty International

'Tools and tips for effective e-activism'  is directed at Amnesty members but has some useful tips which can be applied by others.

Here are some digital activism resources in Spanish only:

Alternativas y Capacidades (Alternatives and Capacities)

This Mexican organisation has produced a guide 'Construyendo ciudadanía desde el activismo digital' (Building Citizenship through Digital Activism') which gives information on the basic concepts and vocabulary for the use of IT for digital grassroots activism. It provides a catalogue of applications and tools.


A website to exchange knowledge on how to use digital tactics and tools.

Training and capacity-building in ICT

Association for Progressive Communications (APC)

We help people get access to the internet where there is none or it is unaffordable, we help grassroots groups use the technology to develop their communities and further their rights.” It includes the Women’s Rights Programme (WRP) which is both a programme within APC and a network of women throughout the world committed to using technology for women’s empowerment. It promotes gender equality in the design, implementation, access and use of information and communication technologies (ICTs) and in the policy decisions and frameworks that regulate them. 


(Website in Spanish only) The aim of the RED-DES programme is to strengthen the capacities of Central American organisations and citizens in the use of new information and communication technologies to enhance their learning, knowledge and advocacy on environmental policies to promote sustainable development. The target groups of the programme are the most vulnerable in Central America (young people, children, women, ethnic groups), which will be aided through the strengthening of local organisations and through activities promoting sustainable development.